CRM = CMR + CEM + SCRM
CRM is changing. It used to be enough to store some customer details in a simple software package, but today CRM is a strategy that reaches every part of the organization. In addition, the digital context in which we live has changed customer behavior. In terms of CRM, this calls for a different mindset and adapted strategies. Get to know a new formula: CRM = CMR + CEM + SCRM.
Before, sellers found customers. Today, customers find you. It's the customer rather than the organization that's in control. The idea isn't that you manage relationships as an organization, but rather that the customer manages his own relationships. CMR: customer-managed relationships. What does this require from the organization? You follow the customer and make sure you're there at the moment the customer needs you: you facilitate! Naturally, you ensure that the data that results from these interactions is processed in your CRM system, so that the information is readily available during later steps in the customer's journey.
Because today's customers are more critical than those of the past – simply because there's a lot more information available to them to compare products and learn about them – creating an optimal customer experience is more important than ever before. Therefore, Customer Experience Management (CEM) plays an important role, where the point is to meet the customer's expectations (or, ideally, to surpass them) every time the customer comes into contact with the organization. This will contribute to customer satisfaction and loyalty. Within CEM, data from CRM is invaluable.
Social media has become an indispensable part of modern society. Regardless of whether your organization has its own platform, people (can) talk about the organization on social media. Therefore, your CRM strategy will also have to focus on interactions with customers on social media. Social Customer Relationship Management enables organizations to listen to customers, to follow customers, to interact with them, increase engagement and be able to follow up on the leads that result.